The short answer is yes. The extraordinary success of Karl Ove Knausgård and Elena Ferrante in recent years is proof that fiction from other lands has a global following. Last year a new report from Literature Across Frontiers (LAF) finally put some figures on this. The statistics show a steady growth of literary translations over the past two decades, both in absolute numbers and as a share of the whole. The number of literary translations into English grew by two-thirds between 1990 and 2012, accounting for a peak of 5.23% of the whole in 2011 against an average of just 3%. Specialist foreign-fiction publishers, such as Quercus, Pereine and Pushkin, have all sprung up in the past decade or so.

1. The Fashion CycleThe Fashion Cycle

2. What is the fashion cycle?What is the fashion cycle?
Fashion cycle – a period of time or life span
during which the fashion exists, moving
through the five stages from introduction
through obsolescence.
When a customer purchases and wears a certain
style, that style is considered accepted. The
acceptance leads to the style becoming a fashion!
Fashions DO NOT always survive from year to year.

3.  Fashion moves through different stages
during its cycle of existence.
 Not only design but special features also
go through a cycle such as color, texture,
and fabric
1. Introduction Stage
2. Rise Stage
3. Peak Stage
4. Decline Stage
5. Obsolescence
Stages of the Fashion CycleStages of the Fashion Cycle

4.  Designs first previewed during
fashion weeks at the major design
centers
 New styles, colors, or textures are
introduced – begin an upward
slope
 Limited number of people accept
them
 Fashion leaders wear the styles
 Offered at high prices and
produced in small quantities.
What is the fashion cycle?What is the fashion cycle?

5.  Manufacturers who copy
designer clothes will reproduce
the styles as apparel that costs
less by using less expensive
fabrics or minimal detail.
 In the initial incline, fashions
are accepted by more people
because they can afford them.
 Mass Production reduces the
price of the fashion, and more
sales result
RISE STAGERISE STAGE

6.  Top of the hill
 Fashion is at its most popular
and accepted stage.
 Mass production but prices are
not necessarily low, prices vary
at this stage
 It can survive longer if the
fashion becomes a classic.
 Updating or adding new
details of design, color, or
texture to the look can keep it
in the peak stage.
PEAK STAGEPEAK STAGE

7.  Consumer demand is
decreasing, going down the
slope.
 Fashion items available have
saturated the market.
 People do not want to pay a
high price.
 Fashion retailers mark down
the price of merchandise.
DECLINE STAGEDECLINE STAGE

8.  The end of the fashion cycle, the
bottom of the hill
 Consumers are no longer
interested in the fashion and find
new looks.
 Price of the fashion product may
be low at this point, but
consumers may not buy the
product.
OBSOLESCENSE STAGEOBSOLESCENSE STAGE

9.  All fashions follow the life-
cycle pattern, but it varies
with each fashion.
 Very difficult for fashion
marketers to predict the life
span
 The length of time is
determined by the consumer’s
willingness to accept the
fashion.
FASHION-CYCLE LIFEFASHION-CYCLE LIFE
SPANSPAN

10.  Fashion movement – the
ongoing motion of fashions
moving through the fashion
cycle.
 Economic and social factors
influence consumer interest
in fashion.
 New fibers and fabrics
 Advertising techniques can
cause consumers to change
in fashion.
FASHION MOVEMENTFASHION MOVEMENT

11. SLOW FASHIONSLOW FASHION

12. SLOWFASHIONPROCESS
Retailerconsumer
SLOW FASHION PROCESSSLOW FASHION PROCESS

14. Denim!!!

15.  Fashion leaders – the trendsetters,
or individuals who are the first to
wear new styles, after which the
fashion is adopted by the general
public.
 May be high profile people who get
media attention.
 Used to be royalty or the very
wealthy, but now they are media
celebrities.
LEADING THE FASHIONLEADING THE FASHION

16. THEORIES OF FASHION MOVEMENTTHEORIES OF FASHION MOVEMENT
Trickle-Down Theory
Trickle-Up Theory
Trickle-Across Theory
Each theory focuses on a
different set of fashion leaders

17.  A hypothesis that states the
movement of fashion starts at
the top with consumers of
higher socioeconomic status
and moves down to the
general public.
 The oldest and most accepted
theory of fashion change
TRICKLE DOWN THERORYTRICKLE DOWN THERORY

18.  A hypothesis that states the movement of fashion starts
with consumers on lower-income levels ad then moves to
consumers with higher incomes.
 Athletic Apparel Style – during the 1970s and 1980s
 Hair Style – “Beatles”
 Punk Style -
TRICKLE UP THEORYTRICKLE UP THEORY

19.  A hypothesis stating that
fashion acceptance begins
among several
socioeconomic classes at the
same time, because there
are fashion leaders in all
groups.
TRICKLE ACROSS THEORYTRICKLE ACROSS THEORY

20. THANK YOU!!!